Actor Danny Trejo sticking out of a washing machine, pointing with an incredulous look on his face

Save Our Water

Tough love saves water

  • Campaign Development
  • Media Strategy & Buying

Challenge

California’s drought fatigue had set in. Years of conservation messaging blurred together, and polite reminders no longer moved behavior. The state needed people to actually change how they used and perceived water. And they needed them to do it fast.

Solution

We flipped the script. Instead of gentle nudges, we launched a bold, story-driven hero film supported by a fast-moving suite of cutdowns built for scale. The “Tough Love” campaign featured the unmistakable voices of Danny Trejo and Niecy Nash, using sharp lines, dry humor, and cultural fluency to call out wasteful habits head-on. Together, the work turned conservation from background noise into a moment Californians actually paid attention to.

Niecy Nash holds a hose in a bind with a knowing look on her face Danny Trejo holds a black bandana while looking over at a man holding his laundry

Impact

The campaign reignited attention around water use and reframed conservation as a shared civic responsibility. By meeting audiences with honesty instead of hand-holding, Save Our Water drove renewed awareness, conversation, and measurable shifts in everyday water-saving behavior across the state.